There are Few Excuses for MARCOM for Enterprise Software that Fails to Present Clear Benefit Statements for Business Users

As we wrote in the last post to this blog, public relations, and, specifically, the task of informing influential members of the public (like critics, well known authors of product reviews, etc) properly about products are very important aspects of MARCOM functions for enterprise IT ISVs. Of perhaps equal importance is the need to infuse promotional collateral with information about the benefits that business users can expect to obtain once products, services or integrated solutions have been successfully installed. As we wrote much earlier in this blog, we think the most compelling type of benefit amounts to the savings that can be realized by implementing a solution. In 2012 we think there are few enterprise businesses purchasing IT software solutions for any purpose other than saving money by replacing legacy computing procedures with something new that can be counted on to lead to lower operating costs.

But the reality is that there are still lots of products (some of which are authored by very large enterprise IT ISVs) for which promotional material is lacking that speaks to the business user in this language of cost savings. Most of the time this type of promotional material takes the form of case studies, or success stories. In fact, case studies, success stories and white papers can be found for most any successful product. Most of the time these examples of IT Software MARCOM are put together very well. It is very likely that this type of MARCOM effort is delivering on its objectives, which, for most businesses, will be good enough.

What we have in mind is the type of MARCOM that is closer to first contact with the market. Specifically, we need to see that conference handouts, brochures and direct mail pieces and even the type of brand messaging that is usually selected for trade show booths, all incorporate some type of message for the business user. In contrast, what we find in a lot of this “early contact” MARCOM is technical content; specifically, lots of mention of technical features, as if the type of technology used to build a piece of software (for example, HTML 5.0, Javascript, etc) is going to provide business buyers with an imperative to buy something.

We strongly disagree with this notion that enterprise business buys products as a result of how they are built. Some broad reference to cost savings has to be infused into this “early contact” collateral if MARCOM efforts are to succeed.

© IMB Enterprises, Inc. & Ira Michael Blonder, 2012 All Rights Reserved

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